Areas of Expertise (6)
Professor Yoon-Na Cho's research investigates consumers’ experiences across various stages of the decision-making process. Her research mainly focuses on consumer welfare and sustainability or “green” issues as well as services marketing. She is an ideal source for stories on the impact of branding on consumers, especially in relation to sustainability, and product and retailer evaluations.
University of Arkansas: PhD
Select Accomplishments (2)
Visiting Professor (professional)
Advertising Educational Foundation, Saatchi & Saatchi, New York City, NY, June 2017.
Visiting Scholar (professional)
University of Auckland, New Zealand, September 2016
- Editorial Review Board, International Journal of Advertising
- Editorial Review Board, Journal of Global Fashion Marketing
- American Marketing Association
- Society for Consumer Psychology
- Society for Marketing Advances
- Association for Consumer Research
- Beta Gamma Sigma
Select Media Appearances (2)
How Marketers Can Overcome Greenwashing For Consumers
Media Post online
Consumers are becoming increasingly more sophisticated in making environmentally friendly decisions, prompting marketers to devise ever more nuanced methods of “green communication.” The Federal Trade Commission’s Green Guides have been revised only twice in the last 17 years, most recently in 2012, and these infrequent updates struggle to keep pace with marketing strategies that may give rise to consumer confusion and deceptive greenwashing by companies.
It's Not Easy Being Green
The Economist online
Consumers buy stuff, throw it away, and then buy again. Consumers must consume. The cycle repeats endlessly. Do consumers really need stuff? The most likely answer is, probably not. With this continuing pattern of consumption in mind, they search for ways to shop smarter for themselves, for the environment, and for the planet.
Most consumers spend a lot of time thinking about how they can make more informed decisions in the marketplace. They can find it difficult to figure out the best choice when they’re constantly bombarded with sustainability and eco-friendly labels on packaged goods. The corporate practice of greenwashing only makes this problem worse. Many corporations deceptively mislabel their products as green when they are not. Combined with their overwhelming claims about being environmentally friendly, consumers are left wondering if there’s anything they can do to be more green.
Research Grants (5)
Summer Research Reward
Transformative Consumer Research
Association for Consumer Research
Consumer Insights Lab Research
Center for Marketing and Consumer Insights, Villanova University
International Travel Grant
Center for Global Leadership, Villanova University
Lilly Teaching Conference
Select Academic Articles (5)
Taylor, Charles R., Danielle Smith, Yoon-Na Cho, and Carissa Anthony
Cho, Yoon-Na, Robin L. Soster, and Scot Burton
Kim, Yohan, Yoon-Na Cho, and Charles R. Taylor
Yoon-Na Cho, Brian N Rutherford, Scott B Friend, G Alexander Hamwi, JungKun Park
Shalini Bahl, George R Milne, Spencer M Ross, David Glen Mick, Sonya A Grier, Sunaina K Chugani, Steven S Chan, Stephen Gould, Yoon-Na Cho, Joshua D Dorsey, Robert M Schindler, Mitchel R Murdock, Sabine Boesen-Mariani